MTV Networks Australia and Vodafone Australia have forged a partnership which sees the mobile network operator take on naming rights for the 2009 Vodafone MTV Australia Awards.

No date has been confirmed yet for the 2009 edition of MTV's annual Australian awards gala. But plans are moving ahead, explains Dave Sibley, managing director, MTV Networks Australia and New Zealand.

"For us to do it properly, to do it at the level we like to do it, it requires some investment, let's say," he tells Billboard.biz. "A lot of work go into it, but it keeps the brand ahead." Financial terms were not disclosed.

Through the new arrangement, Vodafone and MTV Networks Australia will also produce a weekly 60-second music-related news segment, "Fresh Clips" with Ruby Rose, which will air on the MTV Australia channel plus the Vodafone live mobile platform.

MTV will also create a new segment, "Top 6 Loaded," based on the six most played tracks each week on Vodafone's mobile music subscription service MusicStation, which launched Down Under in September. Additionally, Vodafone is to offer customers exclusive content and access to live music events such as the MTV Video Music Awards in the United States, Snow Jam in New Zealand and Sydney-based series, "The Lair".

"By coming together with MTV," notes Vodafone Australia head of sponsorship Pat Cunningham in a statement, "Vodafone Australia Vodafone will now be able to offer an enhanced music experience to its customers on their mobile, at live events and through MTV programming."

MTV Australia and Vodafone's Australia affiliate partnered in August on the multi-platform program Vodafone Soundbites, which carries "behind-the-scenes" artist footage and backstage interviews.

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